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How EA and Respawn Are Monetizing Apex Legends


Mar. 20 2019, Published 11:29 a.m. ET

EA is launching a Battle Pass for its newest title

Electronic Arts (EA) and Respawn quietly launched Apex Legends without any promotion or pomp and circumstance on February 4, 2019. The battle royale shooter game reached a whopping 50 million players within a month of its launch, Respawn disclosed in a Twitter post earlier this month.

According to Reuters, EA paid popular streamer Ninja an astonishing $1 million to stream the game on his Twitch account, where he has over 13 million followers, to create hype about the game.

Respawn and EA have offered the game for free and are following Fortnite’s example in monetizing the game by offering a Battle Pass, which lets gamers level up and provides them with more in-game items, for a fee.

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Apex Legends is showing promise

Apex Legends’ Season 1 Battle Pass is dubbed “Wild Frontier,” and it released on March 19. The Battle Pass will cost 950 Apex Coins (or $10), and the Battle Pass Bundle, which will take gamers directly to level 25, will be available for 2,800 Apex Coins (or $30).

Apex Legends could help boost EA’s lackluster growth in the coming quarters. Fortnite, which belongs to the same genre as Apex Legends, has been raking in big money, and it announced a jaw-dropping prize pool of $100 million for the Fortnite World Cup this year.

It’s not known whether Apex Legends will reach those levels, but it’s showing great promise. It’s already reached one-quarter of Fortnite’s number of active players in no time.


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